Give it up for the copywriting formulas!
Yes, they are famous and helpful, but … they can be intimidating.
If you’ve ever got in touch with the many, many… many copywriting formulas, you know what I am talking about.
Now, I have bad news and good news.
I’ll start with the bad news, to make sure to eliminate the element of negative surprise from the very beginning.
The bad news is that no copywriting formula can guarantee that your copy will sell. Tricky and depressing. But, don’t give up just yet.
Because…. Here’s the good news: what you write is more important than how you write it.
Which means that writing great copy isn’t necessarily about choosing the right formula or using the right wording in specific short sentences. No. Good copy is generated when you clearly understand what makes your reader interested (and then engaged).
Does that mean you can throw the famous formulas in the trash?
Not at all! They obviously have an important role in getting things right. But, the point is, it’s not enough to know your formulas.
The most important element is your customer. As a writer, you need to use the best formula that would make your consumers take action.
As a copywriter, you need to write content that would sell your products or services – the formulas are there to help you, the writer.
Copywriting formulas – are guides for arranging pieces in the right order using the right words in specific scenarios.
The thing is, you can write the most beautiful, correct copy anyone has ever seen. However, if what you write doesn’t address your consumer’s needs, problems or desires, you have absolutely, definitely wasted your time.
Well, let’s get to know the famous formulas that will help you when writing copy. In this guide, I will focus on some of the famous formulas that I thought were most useful. Why?
The short answer would be that the rest of the many copywriting formulas are simply derivatives of the ones I’ll mention down the line (AIDA / FAB/ PAS / Storytelling/BAB, etc).
Presenting:
AIDA
The best-known copywriting formula, also known as the princess of copywriting formulas.
What AIDA stands for is not that complicated to understand, and it makes quite a lot of sense.
So, according to AIDA, an ad has to:
- draw ATTENTION (get your reader’s attention)
- create INTEREST (it has to be interesting information that actually appeals to your reader)
- create DESIRE (describe the benefits of your product or services and bring proof that it does what you promise)
- inspire people to take ACTION (ask for a response from your reader)
Example:
Sneak peek! Our amazing, fast marketing learning project is ready: “The ultimate guide to learning marketing fast and easy from the comfort of your home”. Want in?
How do you use AIDA on social media?
Here are a few things to pay attention to – and the key ingredients you need to pay attention to are in this famous acronym.
- Attention – grab your audience’s attention with intriguing copy and eye-catching graphics/photography
- Interest – ensure that your posts are being seen by the right people (you don’t want to waste advertising budget); you can use your social media’s interest filtering for that
- Desire – provide honest and useful offers and information – otherwise not even an award-winning picture will help you achieve a conversion
- Action – write clear and direct call to actions; guide your reader through your marketing funnel and then start measuring
Also, AIDA is best used when you have some sort of proof you can provide after the formula. The proof could be in the form of a client testimonial or even case studies.
Example:
- Sneak peek! Our amazing, fast marketing learning project is ready: “The ultimate guide to learning marketing fast and easy from the comfort of your home”. Want in?
- The unique product formula you have been waiting for in a hair dye is on our shelves. No more damaged hair. No more hair loss over unhealthy ingredients invading your scalp. You can finally experience healthy hair care! Available in our salon and online. Happy shopping!
FAB
Here’s what the FAB stands for:
- FEATURES
- ADVANTAGES
- BENEFITS
This formula is probably one of the most powerful copywriting formulas. Why? Because it reminds us to always focus on our customers (not that we wouldn’t do it otherwise).
The truth is that your customers aren’t so interested in features, and they don’t even care that much about the advantages either. What they really care about is what you offer to them, how they can benefit from what you offer.
So, to create a real interest and desire for your product, you need to highlight the benefits you offer to your audience.
So, with this copywriting formula, you can actually focus on benefits, not features.
You can use it like this:
You get this… (describe what the customer will get), and the product does this… (describe the advantages of the product) …so that you get this… (describe the benefits customers will get)
Examples:
- Complete this copywriting guide to help you write excellent copy and improve your business fast.
- Be ready to reinvent your outfit with our new, bold, make-a-statement Black Velvet baby carrier, perfect for any event on your calendar.
PAS
PAS is also powerful because sometimes problems can attract even more attention than benefits. Hence, enter PAS!
I’ve got 99 problems but a Copywriting formula ain’t one!
This formula stands for:
- PROBLEM
- AGITATE
- SOLUTION
The way this formula works is first you describe a problem. Then you agitate by highlighting the emotions that go with the problem. And the last step is to offer the solution. Your solution.
Example:
Frustrated with your job? Millions of people admit feeling bad about their job. If you don’t make a change, you’ll remain miserable and frustrated for the rest of your life. The good news is we can help you. Check out ‘The Ultimate Guide to Changing your Career in 14 Days” and start enjoying life again. You deserve to be happy, even at work!
With PAS your writing will have consistency, precision, and persuasion.
Also, PAS allows you to evaluate other people’s content you want to share (content curation). So, as you read, listen, or watch and also think about the problem it solves, you also need to find out how it agitates that problem, and how it ultimately solves it. Once you figure all these out, you are ready to write your curation post.
The great thing about this formula is that it works for any text-based social platform, such as: Facebook, LinkedIn, or Twitter.
On Twitter you’ll obviously need to write the formula in fewer than 280 characters – maybe, 120140 characters only, as you need space for the short link.
Example:
Is your boss ignoring you? Learn how to deal with the situation or figure out a way to get noticed. Here’s how. (the ‘Here’s how’ is your solution in this case – followed by a link people can click on and find out ‘how’, find the solution)
The reason this copywriting formula works so well is that it highlights the negative parts that people generally want to avoid, like: problems, pains, challenges, risks and other difficult issues.
So, instead of framing your content positively and trying to sell the benefits of your product or services, make people become aware of what will happen if they don’t purchase your solution.
Storytelling
You may have heard about storytelling, and most likely it didn’t ring any bell.
I mean, why on earth would you call ‘storytelling’ a copywriting formula. It’s basically telling stories, right?
Well, storytelling is probably the oldest type of formula that’s embedded into the very human nature.
So you might think: “Anybody can do that”. But, as it turns out, it has more layers than that. So, let’s peel the onion (crying is not mandatory), shall we?
Storytelling is actually a very popular method, used because it allows us to visualize what is being portrayed in the stories. Which in marketing is kind of an important layer – helps consumers put themselves into the story you are telling. It also helps consumers imagine what it would be like if the events of the story were happening to them.
If you can make your audience feel the feelings associated with the story you are telling, and they get to the point where they relate to the storyteller, as well as to the characters in the story, you are halfway there.
Steps to Create Your Story
The Pain (step 1: the beginning part of your story) – is all about the specific pains your customers are experiencing at the moment.
For Example: You don’t have to leave your home and your baby to make money. (targeting the pain of a stay at home mom)
The Transformation (step 2: the ending part of your story) – has to do with writing about the transformation your product/services will help your customers to achieve.
For Example: Our ‘10 Lessons To Earn Money From Home’ ultimate guide, will:
- Help you discover what career you should be focusing on.
- Teach you the basics for 10 jobs you can do from home
- Help you start your favorite job right away
- Help you earn money without leaving your baby and the comfort of your home
The Journey (step 3: the middle part of your story) – here you can write about the steps or the journey that will take your customers from step 1 to step 2.
For Example: Here are some steps to work from home like a pro, and spend time with your baby, too:
- Read the books and watch the video from the Lessons package, we provide
- Discover the tips to become the best at the job of your choice
- You can connect with other moms who go through the same process as you, on a private Facebook Group
- Once you connect to our App, you’ll be able to section your time in a smart way – so you can learn the right amount of information each day
What’s important here is to get specific with each step and transform your reader into the hero of the story. Use the right words to show your readers exactly how they’ll benefit from buying your products.
And ultimately keep in mind that storytelling in copywriting has to do with using your reader’s pain point, pursuit, and point of success to convince them to buy your products or your services.
The Open Loop Technique
What is an open loop in copywriting?
A teaser. A mystery. Yes, you’ve read it right. These two words are maybe the best way to describe an open loop.
So, an open loop is like a mystery. A mystery that stimulates curiosity and creates the desire to find out how the story will end. And by finishing the story, the reader will be able to discover the conclusion and close that loop.
Open loops are mostly used in storytelling. As I’ve said, the point of an open loop is to give you a glimpse of the story, just to create that desperate curiosity that makes you want to find out how the story ends.
And, great storytellers know exactly how to use open loops to get you to become hooked and fascinated by the story in front of you.
The open loop technique is used in blog posts, articles and social media posts when the writer wants to open with a dramatic scene or image, or to deviate to another point, and circle around it – and at the end to finally close the loop.
The idea of an open loop is the very desire to close the loop. So, make sure to leverage the power of storytelling to keep your customers engaged.
Example: Set the stage. How?
This is how Shuki Mann sets the stage and opens a loop in a blog post
An open loop is like a path.
By adopting a powerful and engaging writing in storytelling, you’ll be able to lead your readers to call you for a consultation, buy your product or services, or get in touch with you for other similar purposes. And an open loop is an excellent way to achieve this.
When you set up an intriguing, teasing situation, you basically open a loop, so you’ll leave the reader wanting to know more. Basically, what happens is you create a momentum that hooks and carries the reader through an article or a post. However, keep in mind that you can’t just open loops, you need to close them as well. You must provide a conclusion.
Is there a such thing as a closed loop in marketing?
You may be wondering, if open loop marketing is real, is there a closed loop?
Yes.
Closed loop marketing is a marketing approach that uses data and feedback to optimize marketing campaigns and improve overall business performance.
The “closed loop” in closed loop marketing refers to the feedback loop between marketing activities and sales results. Essentially, this means that marketers track customer behavior and use that data to refine their strategies, creating a continuous cycle of optimization.
Here’s an example of how closed loop marketing works:
Let’s say a company launches a new marketing campaign to promote a product. The marketing team tracks various metrics such as website traffic, click-through rates, and conversions. They then use this data to make informed decisions about how to optimize their campaign. For instance, if they notice that certain ad placements aren’t generating many clicks, they might adjust their targeting criteria to reach a more relevant audience.
The goal of closed loop marketing is to create a more data-driven approach to marketing, where decisions are based on real-world results rather than assumptions or intuition. By constantly monitoring and adjusting their strategies, companies can improve the effectiveness of their marketing campaigns and ultimately drive more revenue and growth.
Overall, closed loop marketing is an important concept for businesses looking to stay competitive in today’s data-driven world. By leveraging the power of data and analytics, companies can make smarter marketing decisions and achieve better results.
BAB
BAB is generally used for blog post intros, social media updates, email, and anywhere else that you need to write.
- BEFORE – This is your current situation
- AFTER – Imagine what it would be like having your problem solved
- BRIDGE – Here’s how you get there
Let’s take a closer look at each step of the formula and how it works with a couple of examples.
Example 1: A weight loss program
Before: Are you tired of feeling self-conscious about your body and avoiding social situations because of your weight?
After: Imagine feeling confident and energized in your own skin, being able to wear any outfit you want, and enjoying a more active lifestyle.
Bridge: Our weight loss program offers personalized coaching and support to help you achieve your goals, with a range of delicious and nutritious meal plans and exercise programs tailored to your needs.
Example 2: A sleep aid product
Before: Do you struggle with falling asleep at night, tossing and turning for hours, and waking up feeling tired and groggy?
After: Picture waking up feeling refreshed and well-rested, ready to take on the day with a clear mind and plenty of energy.
Bridge: Our sleep aid product uses all-natural ingredients to promote relaxation and calmness, helping you fall asleep faster and stay asleep longer without any grogginess or side effects.
By following the BAB formula, you can create marketing copy that speaks directly to your customer’s needs and offers a clear solution to their problem.
Whether you’re promoting a weight loss program, a sleep aid product, or any other product or service, the BAB formula is a great way to connect with your audience and drive conversions.
Conclusion
In conclusion, crafting effective copy is all about creating words that have the power to persuade people to take action. Whether you’re writing for social media, blog posts, or any other platform, your copy needs to be relevant, interesting, valuable, easy to read, and worth sharing. It’s important to keep in mind the needs and expectations of your readers, and make sure your headlines and copy meet those needs.
When creating headlines for social media, remember that the headline is an ad for your post and should answer the question of “what’s in it for me?” for your reader. Copywriting formulas can be helpful in giving you a structure to quickly generate titles and content, but it’s important to make it your own and ensure your copy brings value to your customer.
The first sentence or paragraph (the lead) is crucial in engaging your reader and driving them to read on. Keep it relevant, interesting, and efficient. People usually read the first and last few words of a headline, so make them count. Ultimately, if your copy doesn’t bring value to your customer, it’s bad copy. So always ask yourself the question of “So What?” to test whether your copy brings any value to the reader. By following these tips and techniques, you can create copy that engages your audience and drives conversions.
